Audience measurement

Consumer & Audience Targeting

Reputation, PR monitoring and evaluation

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F1 Season comparison -Belgian Grand Prix

Formula One has returned from it’s summer break, with Sebastian Vettel marking the return with a win over Lewis Hamilton in Belgium.

Using Kantar Social TV Ratings (KSTR) data, our comparative series looks back at the social engagement during the 2017 season and how that compares to this season’s equivalent.

Looking at the total number of tweets during the broadcast of the race, the numbers have increased by almost 30k for the 2018 race compared to last year. The amount of unique have also increased this year meaning more people are tweeting about this year’s race, thus also creating more impressions (100M in 2018 vs 71M in 2017).

The top 5 countries have not changed drastically, however there are fewer tweets in each of the top 5 compared to last year. This could be because tweets are spread out more across different countries or that they simply were not tagged. the United States are the only new name in this year’s list, pushing the Netherlands out of the top 5, despite having strong figures in 2017.

The official hashtag is still the top used in 2018 as it was in 2017 and in every race so far, but only 2 official hashtags make the top 5 list this year opposed to 3 in 2017. #Seb5 was in the top hashtags in both years despite not winning in 2017, but as he doesn’t have a twitter account this is the only way for fans to mention him.

When looking at mentions during the Belgian Grand Prix, the accounts for both years are the same but in a different order. Ferrari are second in this year’s list which is due to team member Vettel’s win. Lewis Hamilton and Mercedes were also in the top 5 mentions each year. Last year Hamilton won the Belgium race and he came second this year. Red bull complete the list as Max Verstappen completed the podium by coming third.

Formula One is back with a bang, after having a few races this season providing less tweets than their 2017 counterpart, Belgium managed to engage the audience more on social media and hopefully get the trend back on track. Next up is Italy, so stay tuned to our blog for more.